Research

Question 1

Role of research in strategic planning

Answer 1

Monitoring the social, technical and political environment

Question 2

Definition of research

Answer 2

Systematic gathering of information to describe and understand situations and check assumptions about publics and PR consequences. To reduce uncertainty in decision making.

Question 3

Listening as research

Answer 3

Effective PR starts with listening

Question 4

Defining PR problems

Answer 4

Begins when someone makes a value judgement; then process becomes objective, systematic task designed to describe the problem

Question 5

Elements of a problem statement

Answer 5

1. Written in present tense
2. Describes situation in specific and measurable terms
   - What is source of concern? Where is this a problem? When is it a problem? Who is involved or affected? How are they involved? Why is this a concern?
3. Do not imply solution or blame

Define and refine

Question 6

Situation analysis

Answer 6

Collection of all that is known about situation, its history, forces of influence and those involved or affected.

Question 7

Internal factors of situational analysis

Answer 7

Organizational policies, procedures and actions related to the problem

Question 8

External factors of situational analysis

Answer 8

Stakeholder analysis - who is involved and impacted by a situation; determination of order of priority;
- How much do people use info; the need for info
- What kind of info do they seek;
- How do people use info’
- What predicts info use - how individuals see themselves in relation to a problem

Question 9

What is research design?

Answer 9

The plan for making observations related to the problem

Question 10

Informal Research Methods

Answer 10

1. Personal contact and observation
2. Key informants - select for perceived knowledge of issue and ability to present others’ views
3. Focus groups - open, spontaneous and detailed discussion; online networks can be used as well
4. Community Forums
5. Advisory Committees and Boards - sincerely solicit input and be prepared act on it
6. Ombudsman
7. Call In Telephone lines
8. Mail and email analysis
9. Social media
10. Field Reports - agents trained to listen, observe and report

Question 11

Formal Method questions

Answer 11

What info is needed and why
What publics should be targeted
When are findings needed
How will findings be used
How should info be gathered
How will findings be summarized
When and to whom will they be presented
Who will ensure they are used

Question 12

Formal methods - following the rules of science

Answer 12

1. Secondary analysis and online data bases - example, U.S. Census; special interest publications; Lexis-Nexis
2. Content analysis - press clippings, broadcast reports
3. Surveys - Mailed, In-person, Telephone, Online, Cross-sectional vs. Trend and Panel

Question 13

Mailed Survey

Answer 13

Pro: saves time and money; convenience for respondents; no interviewer bias
Con: No control over respondents; low response rates; no assurance of unbiased sample

Question 14

In Person surveys

Answer 14

Pro: higher response rate; greater flexibility in dealing with respondent; control over questioning
Con: higher cost; interviewer influence; less anonymity

Question 15

Telephone surveys

Answer 15

Pro: faster and more cost-effective; somewhat greater anonymity
Con: sample selection; lack of response

Question 16

Online surveys

Answer 16

Pro: convenience for respondent; greater efficiency for researcher; easy to translate data; cost effective
Con: obtaining emails, low response rate, spam filters

Question 17

Cross Sectional vs. Trend-Panel Surveys

Answer 17

Cross-sectional: Single point in time
Trend or panel: Longitudinal